1DA London

ABOUT

We were asked to create a buzz around an invite only Spotify party to drive awareness of their student activity.

We created digital collateral that not only told students very little about the party, but also asked them to not discuss it. Obviously they couldn’t resist and when #secretsocial began trending, our campaign website scraped any mentions, to slowly build a picture of what the event was and how you could get a ticket.

Over 28,000 young people from 50 universities took part in the activity, with 250 lucky attendees going to the event.

Date created: July 2014 2014-07-01T00:00:00+0100
Date published: 17 February 2015 2015-02-17T13:11:51+0000

MADEIT CREDITS

Who pooled - SPOTIFY - SECRET SOCIAL

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